What skills does a public relations manager need?

A public relations manager needs 26 essential skills including public relations, diplomatic principles, corporate social responsibility, market research, forming of public opinion. Core competencies include .

Will AI replace public relations manager jobs?

The AI disruption score for public relations manager is 33/100 (low risk). Some tasks may be automated but the role will evolve rather than disappear entirely.

Management & LeadershipAdministrative and commercial managersISCO 1222

public relations manager

Public relations managers strive to convey and maintain a desired image or reputation of a company, individual, governmental institution, or organisation in general to the public and stakeholders at large. They use all sorts of media and events to promote the positive image of products, humanitarian causes or organisations. They attempt to ensure that all public communications portray clients the way they want to be perceived.

European Skills Framework

Skills and knowledge areas required for this occupation based on European classification.

Essential (26)

public relationspublic relationsThe practice of managing all aspects of the image and perception of a company or individual among stakeholders and the society at large.diplomatic principlesdiplomatic principlesThe practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitati...corporate social responsibilitycorporate social responsibilityThe handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards envir...market researchmarket researchThe processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets...forming of public opinionforming of public opinionThe process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.strategic planningstrategic planningThe elements defining the foundation and core of an organisation such as its mission, vision, values, and objectives.rhetoricrhetoricThe art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.reputation managementreputation managementThe influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversation...communication principlescommunication principlesThe set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.integrate strategic foundation in daily performanceintegrate strategic foundation in daily performanceReflect on the strategic foundation of companies, meaning their mission, vision, and values in order to integrate this foundation in the performance of the job position.protect client interestsprotect client interestsProtect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.advise on public relationsadvise on public relationsAdvise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.liaise with local authoritiesliaise with local authoritiesMaintain the liaison and exchange of information with regional or local authorities.build community relationsbuild community relationsEstablish affectionate and long-lasting relationships with local communities, e.g. by organising special programmes for kindergarten, schools and for disabled and older people, raising awareness and r...organise press conferencesorganise press conferencesOrganise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.develop communications strategiesdevelop communications strategiesManage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.give interviews to mediagive interviews to mediaPrepare oneself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.establish relationship with the mediaestablish relationship with the mediaAdopt a professional attitude to respond effectively to the demands of the media.draft press releasesdraft press releasesCollect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.perform public relationsperform public relationsPerform public relations (PR) by managing the spread of information between an individual or an organisation and the public.develop media strategydevelop media strategyCreate the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be us...develop public relations strategiesdevelop public relations strategiesPlan, coordinate and implement all the efforts required in a public relations strategy such as defining the targets, preparing communications, contacting partners, and spreading information among stak...analyse external factors of companiesanalyse external factors of companiesPerform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.advise on public imageadvise on public imageAdvise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audien...conduct public presentationsconduct public presentationsSpeak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.

Optional (85)

political partiespolitical partiesThe ideas and principles that political parties stand for and the politicians representing them.government representationgovernment representationThe legal and public representation methods and procedures of the government during trial cases or for communication purposes, and the specific aspects of the governmental bodies being represented in ...pricing strategiespricing strategiesThe techniques, theories, and commonly accepted strategies regarding pricing of goods. The relation between pricing strategies and outcomes in the market such as profitability maximisation, deterrence...government policy implementationgovernment policy implementationThe procedures related to the application of government policies at all levels of public administration.political campaigningpolitical campaigningThe procedures involved in conducting a successful political campaign, such as the specific research methods, promotional tools, liaising with the public, and other strategic aspects concerning the or...social media managementsocial media managementThe planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.survey techniquessurvey techniquesTechniques on how to identify a target audience, choose the right survey method and analyse the data.humanitarian aid actorshumanitarian aid actorsStakeholders and organisations involved in deploying humanitarian aid in emergency cases such as natural disasters, war or any other environmental calamity. Such actors can represent local, national, ...graphic designgraphic designThe techniques to create a visual representation of ideas and messages.marketing department processesmarketing department processesThe different processes, duties, jargon, role in an organisation, and other specificities of the marketing department within an organisation such as market research, marketing strategies, and advertis...types of mediatypes of mediaThe means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.European Structural and Investment Funds regulationsEuropean Structural and Investment Funds regulationsThe regulations and secondary legislation and policy documents governing the European Structural and Investment Funds, including the set of common general provisions and the regulations applicable to ...advertising techniquesadvertising techniquesThe communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.content marketing strategycontent marketing strategyThe process of creation and share of media and publishing content in order to acquire customers.business communicationbusiness communicationThe process of effectively communicating within the workplace and to external bodies to achieve organisational goals.business strategy conceptsbusiness strategy conceptsThe terminology related to the design and implementation of major trends and aims which are taken by an organisation's executives, while keeping in mind its resources, competition and environments.desktop publishingdesktop publishingThe creation of documents using page layout skills on a computer. Desktop publishing software can generate layouts and produce typographic quality text and images.office softwareoffice softwareThe characteristics and functioning of software programs for office tasks such as word processing, spreadsheets, presentation, email and database.grammargrammarThe set of structural rules governing the composition of clauses, phrases, and words in any given natural language.ethics of sharing work through social mediaethics of sharing work through social mediaThe ethics around the appropriate use of social networks and media channels through which to share your work.marketing principlesmarketing principlesThe principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.psychological conceptspsychological conceptsThe psychological concepts of health protection and health promotion.copyright legislationcopyright legislationLegislation describing the protection of the rights of original authors over their work, and how others can use it.writing style guideswriting style guidesThe large variety of style guides available depending on the kind of writing, industry, or purpose. Style guides comprise APA style and ASA style for the social sciences, AP style for journalism, CSE ...search engine optimisationsearch engine optimisationThe marketing approach which promotes webpage presentation by affecting the specific structures of the website which impact its visibility in unpaid search results.company policiescompany policiesThe set of rules that govern the activity of a company.apply diplomatic principlesapply diplomatic principlesApply the processes involved in the creation of international treaties by conducting negotiations between representatives of different countries, protecting the home government's interests, and facili...create solutions to problemscreate solutions to problemsSolve problems which arise in planning, prioritising, organising, directing/facilitating action and evaluating performance. Use systematic processes of collecting, analysing, and synthesising informat...implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.advocate a causeadvocate a causePresent the motives and objectives of a certain cause, such as a charity cause or political campaign, to individuals or larger audience in order to gather support for the cause.represent the organisationrepresent the organisationAct as representative of the institution, company or organisation to the outside world.forecast organisational risksforecast organisational risksAnalyse the operations and actions of a company in order to assess their repercussions, possible risks for the company, and to develop suitable strategies to address these.disseminate internal communicationsdisseminate internal communicationsDisseminate internal communications using the different communication channels that a company has at its disposal.manage budgetsmanage budgetsPlan, monitor, report on the budget and prepare set production budgets.perform business analysisperform business analysisEvaluate the condition of a business on its own and in relation to the competitive business domain, performing research, placing data in context of the business' needs and determining areas of opportu...speak different languagesspeak different languagesMaster foreign languages to be able to communicate in one or more foreign languages.manage staffmanage staffManage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the wor...ensure information transparencyensure information transparencyEnsure that required or requested information is provided clearly and completely, in a manner which does not explicitly withhold information, to the public or requesting parties.draw conclusions from market research resultsdraw conclusions from market research resultsAnalyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.provide cost benefit analysis reportsprovide cost benefit analysis reportsPrepare, compile and communicate reports with broken down cost analysis on the proposal and budget plans of the company. Analyse the financial or social costs and benefits of a project or investment i...recruit employeesrecruit employeesHire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.document project progressdocument project progressRecord the project planning and development, the work steps, the required resources and the final results in order to present and keep track of the realised and ongoing projects.manage visual communicationsmanage visual communicationsPlan, develop and implement communications based on visuals and images. Analyse the conveyance of messages and their appropriateness for the target group.perform fundraising activitiesperform fundraising activitiesPerform activities which will raise funds for an organisation or campaign, such as speaking with the public, gathering funds during fundraising or other general events, and using online fundraising to...manage online communicationsmanage online communicationsOversee and supervise communications of a company, entity, or person in online outlets. Ensure that the information being communicated online is in line with the strategy and image aimed to be conveye...proofread textproofread textRead a text thoroughly, search for, review and correct errors to ensure content is valid for publishing.archive documentation related to workarchive documentation related to workSelect relevant documentation related to the ongoing or complete work and take steps to archive it in a way that ensures its future accessibility.evaluate advertising campaignevaluate advertising campaignAssess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.apply social media marketingapply social media marketingEmploy website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and s...work closely with news teamswork closely with news teamsWork closely with news teams, photographers and editors.develop promotional toolsdevelop promotional toolsGenerate promotional material and collaborate in the production of promotional text, videos, photos, etc. Keep previous promotional material organised.approve advertising campaignapprove advertising campaignCheck all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of...use analytics for commercial purposesuse analytics for commercial purposesUnderstand, extract and make use of patterns found in data. Use analytics to describe consistent happenings in observed samples in order to apply them to commercial plans, strategies, and corporate qu...identify customer's needsidentify customer's needsUse appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.advise on communication strategiesadvise on communication strategiesProvide companies and organisations with consulting services concerning their internal and external communication plans and their representation, including their presence online. Recommend improvement...apply strategic thinkingapply strategic thinkingApply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.monitor political conflictsmonitor political conflictsMonitor the possibility and development of political conflicts in specific contexts, such as in or between political parties, governments, or between different countries, as well as identifying its po...manage account departmentmanage account departmentOversee the operations of account representatives who act as intermediaries between the client and their creative and media services departments. Make sure the client's needs and objectives are met.manage creative departmentmanage creative departmentOversee the staff that create the content and visual representation of advertisement materials. Make sure that the advertising strategy is followed and customer requirements are met.manage development of promotional materialmanage development of promotional materialPerform, oversee or contact agencies for the content creation, designing and distribution of informational and advertising material.examine advertisement layoutexamine advertisement layoutExamine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.evaluate employeesevaluate employeesAnalyse employees' individual performances over a certain time span and communicate your conclusions to the employee in question or higher management. Evaluate achievements of staff members.develop creative ideasdevelop creative ideasDeveloping new artistic concepts and creative ideas.manage media services departmentmanage media services departmentOversee the planning of what media are going to be used to distribute the advertisements such as television, online, newspaper and billboards.make price recommendationsmake price recommendationsMake price recommendations based on factors such as standard costs, promotions, freight, margin expectations, and customer relationships.coordinate marketing plan actionscoordinate marketing plan actionsManage the overview of the marketing actions such as the marketing planning, internal financial resource granting, advertising materials, implementation, control, and communication efforts.analyse internal factors of companiesanalyse internal factors of companiesResearch and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.manage contractsmanage contractsNegotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, ...compile contentcompile contentRetrieve, select and organise content from specific sources, according to the requirements of the output media such as printed materials, online applications, platforms, websites and video.apply grammar and spelling rulesapply grammar and spelling rulesApply the rules of spelling and grammar and ensure consistency throughout texts.coordinate advertising campaignscoordinate advertising campaignsOrganise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other adve...ensure cross-department cooperationensure cross-department cooperationGuarantee communication and cooperation with all the entities and teams in a given organisation, according to the company strategy.collaborate in the development of marketing strategiescollaborate in the development of marketing strategiesWork together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals.develop professional networkdevelop professional networkReach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up ...manage the handling of promotional materialsmanage the handling of promotional materialsPlan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.give live presentationgive live presentationDeliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.manage project metricsmanage project metricsGather, report, analyse and create key metrics for a project to help measure its success.establish communication with foreign culturesestablish communication with foreign culturesStrive to understand the cultural codes of the society where the company operates and to establish a solid communication and mutual understanding with its members.perform project managementperform project managementManage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific g...liaise with politiciansliaise with politiciansLiaise with officials fulfilling important political and legislative roles in governments in order to ensure productive communication and build relations.build business relationshipsbuild business relationshipsEstablish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the orga...monitor political campaignsmonitor political campaignsMonitor the methods applied to conduct a political campaign to ensure all the regulations are adhered to, such as the regulations concerning campaign financing, promotional methods, and other campaign...build international relationsbuild international relationsBuild positive communication dynamics with organisations from different countries in order to build a cooperative relationship and optimise information exchange.identify clients' needsidentify clients' needsIdentify the areas in which the client may require aid and investigate the possibilities for meeting those needs.carry out forum moderationcarry out forum moderationSupervise communication activity on a web forum and other discussion platforms by assessing if the content adheres to forum regulations, enforcing rules of conduct, and ensuring the forum remains free...